A Study on the Effect of Usability Labeling on the Purchasing Behavior of Bakery Product Consumers - Focusing on the Moderating Effect of Health Behavior -

This study aims to empirically examine the effects of consumer awareness of utility labeling on attitudes and purchasing behavior toward bakery products, and to verify the moderating effect of health behavior. As consumers increasingly prioritize health and functionality in their food choices, utility labeling has emerged as a critical factor influencing decision-making. In particular, bakery products are now gaining recognition as health-oriented food options, highlighting the need to evaluate the effectiveness of utility labeling in this domain. Based on a survey of 366 consumers in the Busan and Ulsan regions, the results indicate that awareness of utility labeling significantly influences the formation of favorable consumer attitudes, which in turn mediate the relationship between awareness and purchasing behavior. Furthermore, the moderating role of health behavior was confirmed, as consumers with higher levels of health engagement exhibited stronger links between their attitudes and purchasing actions. These findings suggest that health-conscious consumers are more responsive to utility information, and that their behavior is significantly shaped by both cognitive and motivational factors. The study contributes to the theoretical understanding of information-based consumer response mechanisms and provides practical implications for the development of targeted marketing strategies in the bakery industry.